Thursday, March 20, 2008

Joba Chamberlain: Minor League Marketing Gold?

The Trenton Thunder, since locating to New Jersey's capital city in 1994, has become one of the most successful and popular minor league franchises in the region.

According to their Wikipedia page, in 2006, "the Thunder became the first team in Minor League Baseball history to draw over 400,000 fans for twelve consecutive seasons at the Double-A level or below. Through 13 seasons, over 5.4 million people had attended a Thunder game."

Since 1994 it has also been affiliated with 3 teams - the Tigers, the Red Sox and currently the Yankees, which is most relevant due to a large number of Yankee fans in the area.

That last name jumps out at me. Chamberlain is widely heralded as a future MLB superstar, like a handful of young Yankee hurlers, despite wonder whether he'll start or remain in the bullpen in the immediate future.

Obviously, Tabata and Jackson will be the top draws for the Thunder this year.

Yet, the Thunder want to hype their past instead of their current and future. Take for example their electronic marquee which encourages you to call a number for information on getting a limited edition Joba bobblehead. Obviously, I haven't called, but it piqued my curiosity. I assumed they had some left over from a promotion last season. Then, at a bar with Willard last night, I noticed the free Thunder pocket schedules, adorned on front and back with Joba Chamberlain.

Now I see the ONLY way to get a Joba limited edition bobblehead is by purchasing a "Joba Rules" 10-game ticket plan. A plan with which in all likelihood you will never see Joba pitch.

I understand the marketing strategy to capitalize on a young star's success and popularity. But, for a franchise that continues to set attendance records, is such a push really necessary in lieu of promoting your current roster and team?

For the Thunder, this strategy isn't new. Their 2006 schedule featured Melky Cabrera, a year in which he played in 130 games with the big league club.

Image: WasWatching.com

Again, we get it the idea, but not the justification. You're going to draw fans, so why not develop and market your own new stars instead of that of your big league counterpart?

In the meantime, I like this McCain-esq idea and am going to try to win me partial season tickets.